Veeva Link Insights Consulting

This video provides an in-depth overview of Veeva Link Insights Consulting, focusing on how pharmaceutical and life sciences companies can leverage the massive datasets within Veeva Link Key People to derive actionable commercial and medical intelligence. The core premise is that while Veeva Link captures billions of data points related to millions of medical, scientific, and digital experts and healthcare professionals, specialized expertise is required to translate this raw, real-time information into strategic answers for complex business questions. The Insights consulting team acts as a partner, ensuring that the vast quantity of data—such as publications, digital activity, and collaboration networks—is effectively utilized to optimize engagement strategies and maintain a competitive edge.

The presentation highlights several critical business challenges that the Insights service is designed to solve. These challenges center around understanding expert sentiment, tracking scientific knowledge dissemination, and optimizing engagement tactics. For instance, the service can analyze expert reactions to recent congress presentations, providing a crucial competitive intelligence layer by comparing community feedback on a company's data versus that of its rivals. Furthermore, it addresses the need to identify the key experts and regions that are actively shaping scientific discourse around specific brands or therapeutic areas, moving beyond traditional KOL identification to pinpoint true scientific drivers.

A significant focus is placed on leveraging digital activity and network intelligence. The video emphasizes the importance of identifying digitally active experts who can help boost product awareness, especially in a rapidly evolving communication landscape where traditional engagement models may be lagging. By analyzing collaboration networks, the Insights team helps pharma companies optimize their engagement strategy by identifying existing relationships that can be leveraged to approach new experts, ensuring that resources are deployed efficiently and strategically. The overall objective is to move pharmaceutical companies from simply having data to possessing accurate, real-time, and actionable intelligence that prevents missed opportunities and drives more effective strategy execution in a dynamic market.

Ultimately, the Veeva Link Insights Consulting service positions itself as a necessary bridge between the immense data capacity of the Veeva Link platform and the strategic execution needs of commercial and medical affairs teams. By providing bespoke analysis and answering specific, high-value business questions—such as "Are we optimizing our engagement strategy?" or "How did experts react to our latest data?"—the service ensures that the investment in expert data translates directly into measurable improvements in brand awareness, scientific awareness, and overall market strategy effectiveness.

Key Takeaways: • Data Volume Requires Specialized Analysis: Veeva Link Key People captures billions of data points across millions of experts (medical, scientific, digital), necessitating a dedicated consulting approach (Link Insights) to extract meaningful, actionable intelligence rather than relying on raw data dumps. • Competitive Intelligence through Congress Analysis: The Insights team can provide critical competitive analysis by monitoring and quantifying how the expert community reacted to a company's latest congress presentations compared to those of competitors, informing immediate strategic adjustments. • Strategic Scientific Knowledge Mapping: Companies must move beyond basic KOL identification to understand which experts and geographical regions are actively driving and shaping scientific awareness of their brand and therapeutic area, enabling targeted resource allocation. • Optimizing Digital Engagement Strategy: There is a crucial need to identify digitally active experts who possess the reach and influence necessary to boost product awareness, especially for brands that may be lagging in traditional market channels. • Leveraging Existing Relationship Networks: Engagement strategies can be significantly optimized by analyzing expert collaboration networks to determine if a target expert closely collaborates with someone the company already engages with, facilitating warmer introductions and more efficient outreach. • Real-Time Actionable Intelligence: The value proposition of Link Insights is delivering accurate, real-time intelligence directly relevant to key business questions, allowing pharma companies to execute strategies more effectively and respond rapidly to market shifts. • Data Scope Extends Beyond Publications: While publications form one field of data, the analysis encompasses a vast quantity of other data points, including digital activity and collaborative relationships, providing a holistic view of expert influence. • Preventing Missed Opportunities: In today's rapidly changing pharmaceutical landscape, leveraging real-time insights is essential for identifying and capitalizing on emerging opportunities before competitors, ensuring strategic agility.

Tools/Resources Mentioned:

• Veeva Link Key People: The core platform capturing expert data (medical, scientific, digital experts, and HCPs).
• Veeva Link Insights Consulting: The specialized consulting team focused on leveraging the data within Link Key People to answer strategic business questions.

Key Concepts:

• Expert Engagement Optimization: The process of refining outreach and communication strategies with Key Opinion Leaders (KOLs) and other experts by utilizing data on their activity, influence, and network connections.
• Scientific Awareness Tracking: Monitoring the dissemination and acceptance of scientific knowledge related to a specific brand or therapeutic area within the expert community, often tracked through publications and congress reactions.
• Collaboration Networks: Mapping the professional relationships between experts to identify potential engagement pathways and optimize the introduction of new products or data.
• Digital Experts: Healthcare professionals or scientists who are highly active and influential on digital platforms, offering new avenues for product and scientific awareness boosting.